• Mon. Jul 4th, 2022

Monopo talks us via its gorgeously ethereal new crew portraits by Fred Mouniguet

Read Time:6 Minute, 58 Second


There’s all the time a paranoia within the artistic trade that we’d all find yourself wanting the identical. New initiatives by main studios inevitably encourage others, maybe subconsciously, and all of a sudden design can look all too acquainted all over the place we glance. However it’s the profile pages of artistic companies that usually really feel essentially the most generic. Everyone seems to be smiling on the digital camera, wanting sensible {and professional}. Maybe a mouse hover may reveal a unusual face-pull, you already know, to reveal simply how “enjoyable” the crew is. And sure, there are a couple of outliers – Mom London will get our vote. For essentially the most half, crew photographs can really feel fairly bland.

Nonetheless, Monopo has simply upped the About web page sport with the discharge of its new crew portraits, shot by main photographer Fred Mouniguet. Ethereal and inventive, mysterious and otherworldly, the “Monopo lens” evokes the pictures. That’s, the company’s underlying tone that enables its employees to every deliver one thing distinctive to the desk.

Jorie Einarsen, Graphic Designer & Illustrator at Monopo © Fred Mouniguet

Jorie Einarsen, Graphic Designer & Illustrator at Monopo © Fred Mouniguet

The pictures are a part of a world rebrand for Monopo. We sat down with Mélanie Hubert-Crozet, artistic director at Monopo, to be taught extra.

Speak us via the latest id overhaul

Monopo in Tokyo all the time had a sure mysterious, dreamy, ethereal and intangible picture for causes we could not actually clarify. It by no means had a correct model id aside from the emblem at the moment, however there have been these unwritten guidelines about our aesthetic. When the corporate began to develop and increase into new places of work, it turned essential to re-think our branding and make sure the Monopo “vibe” would keep constant all through the community and communications. We needed to put phrases on it.

The problem for us was to maintain our preliminary intangible aesthetic, construct on it to deliver it to the subsequent stage and, most significantly, discover a system that may permit the individuality of every workplace to shine via. When opening the brand new places of work, it turned clear that each department wished to make their very own model of Monopo and that we would not have the ability to make one homogeneous design system all through the community. This was not the Monopo means.

Mason El Hage, Art Director & Designer at Monopo © Fred Mouniguet

Mason El Hage, Art Director & Designer at Monopo © Fred Mouniguet

Mason El Hage, Artwork Director & Designer at Monopo © Fred Mouniguet

Natsu Ikeda, Studio Assistant at Monopo © Fred Mouniguet

Natsu Ikeda, Studio Assistant at Monopo © Fred Mouniguet

Natsu Ikeda, Studio Assistant at Monopo © Fred Mouniguet

Maud Dedecker, Creative Producer at Monopo © Fred Mouniguet

Maud Dedecker, Creative Producer at Monopo © Fred Mouniguet

Maud Dedecker, Artistic Producer at Monopo © Fred Mouniguet

It is the place our core idea got here to life: “the Monopo lens”. Each member brings their perspective to work, their very own lens. We have fun the ability of artistic collaboration and see the world via the eyes and experiences of the various, not the few. The Monopo lens is the collective perspective of distinctive people collectively. It’s a metaphor for our philosophy and a visible gadget that exists in lots of shapes and types, all the time altering what you see in an unsuspecting means. It blurs, transforms, and divulges, permitting us to see one thing from a brand new perspective every time. The lens gives us a possibility to have a graphic ingredient creating ethereal and poetic results that may be utilised and interpreted in some ways, providing a number of potential outputs open to interpretation by the completely different groups and members.

The second core ingredient is our color gradients. We selected to not assign a hard and fast color palette to the model to by no means be related to a particular color however as an alternative be represented by an ethereal combine of colors. Our color palette is intangible and may’t totally be outlined. We created a generative artwork software that enables us to create infinite color gradients following a particular fashion and results. It may be any color, however it should all the time really feel us.

‘About’ web page portraits are sometimes fairly enjoyable in our sector, however these are essentially the most unique we have seen in a very long time. What was the sensation behind it?

We wished our portraits to be an extension of our model: ethereal, artistic, mysterious, impressed by the idea of the lens and photographically bringing our color gradient aesthetic. The purpose was to take a creative method, representing us as artistic people, nearly like artists (even when we do not faux to be) somewhat than company employees. We did not take inspiration from different company headshots however as an alternative checked out a few of our favorite style photographers and handled this shoot like an editorial shoot.

It in all probability comes from a convention born in Monopo Tokyo, the place our portraits typically take a creative method. Up to now, now we have labored with Gui Martinez for our portraits and Midori Kawano for our group footage. The Saigon crew created 3D portraits with Vicki, and the New York crew analogue portraits with Iwamoto Koichiro.

Melanie Hubert-Crozet, Creative Director at Monopo © Fred Mouniguet

Melanie Hubert-Crozet, Creative Director at Monopo © Fred Mouniguet

Melanie Hubert-Crozet, Artistic Director at Monopo © Fred Mouniguet

Stella Grotti, Interactive Art Director & Designer at Monopo © Fred Mouniguet

Stella Grotti, Interactive Art Director & Designer at Monopo © Fred Mouniguet

Stella Grotti, Interactive Artwork Director & Designer at Monopo © Fred Mouniguet

Ferdaws Alizada, Graphic Designer at Monopo © Fred Mouniguet

Ferdaws Alizada, Graphic Designer at Monopo © Fred Mouniguet

Ferdaws Alizada, Graphic Designer at Monopo © Fred Mouniguet

Why Fred? What was the method? Who got here up with what thought?

We have labored with Fred as a contract producer because the starting of Monopo London. After we began to work collectively, he informed us he wished to spend extra time growing his images profession and that he would change into a part-time freelance producer and part-time photographer and pursue his dream. We have been serving to one another. We have seen him develop as a photographer since, and have employed him as a photographer on varied initiatives. We have all the time been impressed with how he challenges himself and delivers unimaginable work each time.

Mélanie had the concept to create ethereal portraits enjoying with projections of colored lights and in-lens digital camera results. She created the temper board and contacted Fred to see how he would really feel about doing one thing like this. Regardless that Fred had by no means executed such portraits, he was very excited to take the problem. Fred has a really experimental method, all the time testing new methods and studying new abilities at each shoot, and this one was a complete new vary of thrilling methods to be taught and experiment with. Fred experimented with a couple of of his buddies earlier than the shoot, so we might fine-tune the artwork course collectively earlier than the shoot. An necessary factor to say is that everyone knows Fred very properly, and he could make folks really feel snug in entrance of the digital camera, even the shyest of us. It makes half of the work to create nice portraits when working with non-models, i.e. folks like us!

Mattijs Devroedt, Managing Director & Strategic Planning Director at Monopo © Fred Mouniguet

Mattijs Devroedt, Managing Director & Strategic Planning Director at Monopo © Fred Mouniguet

Mattijs Devroedt, Managing Director & Strategic Planning Director at Monopo © Fred Mouniguet

Natsu Ikeda, Studio Assistant at Monopo © Fred Mouniguet

Natsu Ikeda, Studio Assistant at Monopo © Fred Mouniguet

Natsu Ikeda, Studio Assistant at Monopo © Fred Mouniguet

Stella Grotti, Interactive Art Director & Designer at Monopo © Fred Mouniguet

Stella Grotti, Interactive Art Director & Designer at Monopo © Fred Mouniguet

Stella Grotti, Interactive Artwork Director & Designer at Monopo © Fred Mouniguet

Do you assume it helps to have portraits like this? Why?

Undoubtedly! These portraits are a approach to set us aside as artistic people and make us all really feel a part of the identical group. We wish to be recognized for creating distinctive manufacturers and designs with a creative aptitude. We would like manufacturers to return to us for these causes. These portraits are right here to point out who we’re. We’re a artistic company, and our branding is a pattern of what we are able to do for others. Our purpose could be that when folks see such a portrait, they assume, “Oh, that should be a Monopo member”.

What present initiatives are you engaged on or simply launched?

There are a couple of thrilling branding and net design initiatives for the time being. We’re working with luxurious journey model Onefinestay to raise and develop the model additional. We’re at present additionally engaged on thrilling initiatives within the area of Web3, a model id for an avatar expertise firm and a web3 music firm and a e-book design for a stupendous NFT generative artwork assortment. One in all our newest releases was a model id and sub-culture pushed marketing campaign for a brand new Yonex badminton racquet known as Arcsaber 11.

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